Category Archives: web journal

Social Media is both a communications and business model & more announcements | Web Journal -Mid May 2014

Knee thick in grading 250 students for the Spring 2014 semester – if you don’t now what that’s like – its quite refreshing, but a lot of work.   Well, anyway, I digress, and it certainly has made it harder to have anything left to write a post here with.

Social Media isn’t just a communications model, it’s also a business model

Have been thinking about this for a while – when people think of social media then Facebook or Twitter comes to mind, along with a bunch of other platforms that allow people to communicate directly to each other and their friends through the various social graphs.

I think social media is actually much more than being social on emerging media – social media is actually a new business model that interpenetrates most other business models and changes their dynamics.  We get into trouble when have a business process and simplistically add social media on top of it.   No, social media, when introduced into business and the business processes that are run within the business,  changes the entire dynamic of any business process it becomes a part of.

When I teach Social Media for the Arts at Rutgers, or ….  Analytics at Baruch College, I’m actually not teaching about the various social channels as much as I’m focusing on how those channels have redefined the businesses they are not incorporated into.   When looked at that way, studying the various social channels becomes much, much more meaningful, and instead of focusing on social etiquette, which is what many programs tend to focus on, we look at how technology has altered the way businesses function.

I will have more about this series of thoughts and the beginnings of my next book shortly (there - now I have write my next book)!

Conference Announcements

Last week I gave the closing keynote at the American Marketing Association’s  The Social Edge: What Marketers Need to Know in a Shifting Landscape Virtual Conference.    Here’s my presentation on Slideshare, below.

 

 

You can also hear the recording of the entire conference and my webinar by registering and selecting the sessions you want to hear, mine be the closing session which focused on converged media and programmatic.  I suppose some of that “social media is really a business model as much as it is a communications medium” kind of thinking permeates the presentation – check it out if your curious about the details.

Analytics Conference in Winter Park, Florida at Rollins College – June 5th and 6th, 2014

I will be one of the main speakers at a new Social Analytics conference and workshop I’m helping to start and co-found,  in Winter Park, Florida that is happening early next month and you can sign up here.

 

Source: The First Social Analytics Workshop in Winter Park, Fl – June 5th, 6th, 2014

 

Make my day, go ahead and sign up. We’re still fine tuning the program but I think its going to be GREAT, and since its near Orlando, well, you could actually make this a vacation trip as it’s pretty nice down in Winter Park, and I was just down there a few weeks ago to do some taping (which I wish I could show you right now, maybe in a day or two I will be able to).

Recent Articles

While I didn’t write anything here in over a month – I was writing on other publications – here’s the links

  • Pretty happy with an article I wrote at ClickZ titled “Converged Analytics for Media Effectiveness” early this month, and was able to give readers a taste of the items I discussed at the AMA Webinar that I alluded to earlier.
  • I wrote a piece on Programmatic Creative at CMSWire that I’m also pretty happy with, titled “Brands Need ‘Programmatic Creative’ to Keep Up with Ad Tech” focusing on the gains that Emory University MBA program was making with Programmatic Advertising using Programmatic Creative content management system AdReady, that runs in the AppNexus environment.  If you want to know more about it, read my article at CMSwire.
  • Finally, I wrote a post about Reinventing Retail for the Omnichannel Era that focused on a new symposium that occurred at the Fashion Institute of Technology last month and where I met Pete Nordstrom, among others speaking about their brands and challenges of OmniChannel marketing and customer fulfillment.

And the last article about Omnichannel got me invited to IRCE Focus Conference in Manhattan at the Jarvits Center early next week.

 

… and I’ll probably write another CMSWire article on Omni Channel based on what I hear and learn at the  IRCE Focus Conference .

Some thoughts about Intermixing Data – still early stage right now – Web Journal

 

 

 

My 2014 Predictions – Marshall Sponder, WebMetricsGuru INC.

 

 

2014 Predictions

After a presentation at the Brands Only conference last week in Orlando, FL,  I begun to think about the savings and production gains shifts caused by newer technologies and visualized a “gap” between the easy understanding of data and the efforts to get to that.   In the past, that gap often made it very hard to get meaningful realizations from the data, but I predict in this new year of 2014, that gap will narrow, quite significantly, particularly, but not limited to, the areas around Social Data.
It makes sense that the “gap”, as I call it, is the main problem in Analytics, today.  Many of my friends work in Analytics roles where it’s basically a 14 hour day – 6 to 7 days a week (at time).  Data is one aspect of the puzzle, but the other is “how much work” is it going to take to make the data useful?
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Also, how many people are there that are involved in using the data?
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Basically, the more of a “gap” there is between easy applying of knowledge and the raw data, the more work intensive your role will be, your work will be.  In many industries and roles – the “gap” wasn’t well understood, it wasn’t clear that it isn’t just what you bring to the table, it’s what is on the table to begin with and who is sitting with you at that table.
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Unless the gap was small the work you have will always be much more than you thought it would be – I usually come up with an estimate of time and then add a “0” after it – the modified time estimate is usually much closer to the real-time it takes to “close the gap”. In 2014, the gap between Social Data and Return on Investment gets a bit smaller – and that is what we’ll mainly remember about the year (along with any memorable events that happen).
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I thought that I would collect a lot of the ideas that impressed me this year and put my own spin on them.  My predictions aren’t as comprehensive as I would like them to be – I don’t yet run an Analyst Firm where I can run my ideas in roundtable format – it’s something I’d like to do more and be part of more next year.
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On the rate of change in 2014
Robert Stevenson asserts, “The doubling speed of knowledge is now between one and two years.” This implies that when this year’s incoming college freshmen graduate, knowledge will have quadrupled. ( see – http://www.forbes.com/sites/markhendrickson/2013/07/04/technology-may-spur-10-career-changes-for-todays-youth-are-we-ready/).  We know that  Mobile Analytics and Marketing Automation are the hottest marketing skills in 2014 and I’m seeing a number of courses spring up in various universities to meet the growing need of business on one hand, a students that need jobs on the other.  ( see  http://thefuturebuzz.com/2013/12/04/analytics-most-desirable-skill-and-largest-talent-gap-for-2014/ for more information).
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Privacy continues to grow as a polarizing issue in 2014
One of the casualties of our rapid increase of both knowledge and data is our privacy.  In 2014 the telling “white lies” will become a bit harder than it already is because there is more data and it is becoming easier to uncover – the biggest threat from the internet of things isn’t Big Brother, it’s the death of the social lie (see http://gigaom.com/2013/11/27/forget-about-the-nsa-for-a-minute-the-internet-of-things-could-kill-the-little-white-lie/ to get more details on online privacy and the death of the white lie).
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Sure,  you’re running late because you were watching the last few minutes of Scandal but you tell your husband there was traffic. Or you tell your kids that your husband ate the last bit of ice cream and the entire box of Oreos, when it was you. Maybe you tell your husband that you’re at home, when in reality you’re out doing holiday shopping.
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As we connect more devices and add sensors to more places these lies will become harder to preserve. The challenges will be threefold:  collecting data in more places like the cabinets in our homes; the data collection is passive as opposed to active sharing; and we don’t yet have clear rules about what is allowed with this data and what isn’t.
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Wearable Technology/Computing will begin to roll out and mark changes in public behavior and a rise in Personalized Intelligence Devices by the end of 2014:
Wearable technology will be big in 2014.   When the $1500 wearable computer arrives the world will fundamentally change for better or worse. (http://www.searchenginejournal.com/google-glass-4-products-prove-2014-will-year-wearable-tech/68315/).  The next set of devices released on to the market  with have more powerful microchips  that begin to create personalized intelligence within your devices, in 2014. In fact, Intel’s Atom processor E3800 and the Quark SoC X1000 are the next set of low-power, small-core chips that will be built into devices and sensors that don’t require Intel’s traditionally beefy chip horsepower, such as thermostats and lighting fixtures, or devices used in industrial settings such as transportation or energy sectors (http://allthingsd.com/20131008/with-new-chips-intel-aims-for-the-internet-of-things/). (http://gigaom.com/2013/11/05/google-wants-to-build-maps-that-customize-themselves-based-on-what-they-know-about-you/).
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In 2014 we’ll see new examples of merging of people with machines. Start with the world premiere of Toyota’s FV2 concept, which eschews a steering wheel—how 20th century—in favor of a vehicle system that responds to how the driver shifts his or her body. (http://readwrite.com/2013/11/20/tokyo-motor-show-2013). In addition, Google Project Glass (I want to own the next edition in 2014) is going to both invigorate and change what is now still called SEO. Local search is huge and wherever you go, Google Glass populates a list of suggestions based on things that are nearby.
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Google Glass is an entirely new screen that can’t be compared with today’s mobile, tablet and desktop screens.(http://www.searchenginejournal.com/optimize-website-google-glass-interview-rob-garner/78823/). The new set of devices that come on the market in 2014 will provide the context of information supplied by the roadway infrastructure, such as approaching intersections, traffic, and accidents.  What we have seen so far in various apps and early devices is just a taste of what is to come.
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Apple’s iBeacon technology takes over retail –  whilst most of the coverage of iBeacon so far has failed to recognize a very important reality of this system: every iOS device since the iPhone 4S and iPad 3rd gen is already capable of being either an iBeacon receiver or transmitter, as long as it’s properly configured -and any Apple iPhone 4S and later, or most iPads with Bluetooth Low Energy and the latest major version of iOS can run iBeacon. (http://techcrunch.com/2013/12/07/the-open-secret-of-ibeacon-apple-could-have-250m-units-in-the-wild-by-2014/) – during the holiday season of 2013 we have already been seeing several tests of iBeacon rolling out – within 18 months the retail shopping experience will transform to one objects and displays speak to us with personal information and potential buying choices as we walk past them.
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The Media Disruption continues to expand and fan out in 2014:
Large disruption in media delivery continues to accelerate in 2014 with cable companies and networks  losing market share to Netflix, Chromecast, etc.  Disruptors like Aereo have emerged that lets you watch live television broadcasts via the Internet for $8 a month. Broadcasters like CBS and Fox are going to become increasingly concerned about the rise of Aereo. Meanwhile, Aereo has expanded its service to more cities nationwide  and it’s available now in Atlanta, Boston, Detroit, New York, Dallas, Houston, Denver, Miami, Salt Lake City, with plans to soon be in about 20 cities. Aereo works by letting you stream live network TV (ABC, NBC, PBS, Fox, etc.) to your computer, tablet, or smartphone. You can also use it to record shows in a virtual DVR and watch them later.(see more at http://www.businessinsider.com/take-look-at-aereo-live-internet-tv-2013-11).
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Cable companies continue to hold a monopoly on the cable Internet market through coaxial cables. But that monopoly is breaking down, because cable providers are bleeding subscribers. Since 2007, cable-cutting households  increased 150 percent. The problem becomes even bigger when you think about what’s to come: more people using more devices in more places. (see http://thenextweb.com/insider/2013/11/23/cable-industry-imploding-providers-must-stay-alive/ to learn more about Cable companies plights).
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Artificial Marketing Intelligence:
Artificial Intelligence continues to advance and I predict  Google will release social media robots to update your social media channels for you (once it learns enough about you).  The search giant filed patent plans in 2011 for software that slowly learns how you react on social networks, creates responses for you, and analyzes continuing interaction and flags messages that demand your attention.(http://socialnewsdaily.com/19926/google-patents-social-media-robot-will-tweet-for-you/). In the application, Google describes a way to collect disparate messages from other applications — everything from social networks to email to SMS — and suggest an automatic answer. The idea is to help users make sure they don’t miss a message, and to save them time in responding to others’ “I got a new job” or “I’m having a baby” status updates. (http://gigaom.com/2013/11/30/google-files-for-patent-on-automated-status-updates-to-other-social-networks/).

 

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2014 is the year of the Backlash:
Some say 2014 will mark a backlash in some of the excesses of the last several year.  The clock could be ticking for businesses like Airbnb, Wimdu, 9Flats and HouseTrip as new regulations gradually being introduced in some cities around the world begin to threaten their core business – but the problem is bigger than you would think. (http://thenextweb.com/insider/2013/11/23/clock-ticking-sharing-economy/).
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3D Printing:
3D Printing continues to extend to the mainstream – making big inroads in market awareness and penetration in 2014.  Consider that even the UPS is getting into the 3D Printer business.  The franchise retail division of UPS recently announced that it is offering 3D printing capabilities at some of its locations. The idea is being tested first in the San Diego area. The company expects to expand the service elsewhere soon, in 2014. (http://smallbiztrends.com/2013/08/ups-3d-printing.html).
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Everything from guns to glasses can be printed up – with glasses, since people’s faces are incredibly diverse, a small change in frames — sometimes, just one millimeter — can lead to a drastically better fit. But mass-produced, store-bought frames don’t offer that customizable flexibility.
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A company called Protos Eyewear allows Customers to order frame templates, which are then adjusted to fit individual facial features, or completely customize a design from scratch.  Interested backers send in two pictures of their faces, and Protos’ algorithm alters the frames’ design before sending the information to the 3D printer. the algorithm can rapidly make changes to the 3D models, allowing for more flexibility and less production time. (http://mashable.com/2013/08/10/protos-eyewear-3d-printed/).
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In Art, 3D printing is rapidly undermining the concept of the art object itself and next year some famous works of art will be replicated before our eyes.
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Take this example – A new 3D printing technique in Europe is threatening the value of the world’s most prized works of art. The proprietary technique is being used by the Van Gogh Museum in Amsterdam, which has partnered with Fujifilm to produce three-dimensional reproductions of Vincent Van Gogh’s masterpieces.
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Called “Relievos” by the museum, the replicas are of extremely high quality and will set you back £22,000, or just under $29,000. The museum is planning to sell 260 limited edition copies — all numbered and stamped — for both collectors and educational purposes. The high-tech copies are created through a special 3D technique known as Reliefography, which combines a three-dimensional scan of the painting with a high-resolution print, according to The Guardian .
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Basically, the finished product is an extremely realistic copy of the painting down to the brush strokes, frame, and artist’s signature. But because these copies are so exact, it has people wondering if the Relievos could threaten the art market. Izabella Kaminska at FT Alphaville thinks it’s entirely possible, though not as the technology currently exists (subscription required) see (http://www.businessinsider.com/new-technology-could-destroy-art-market-2013-9). Talking about 3D Technology – beyond printing Skype is developing 3D video calls and some 3D calls will take place and roll out now and take off in 2015. (http://thenextweb.com/microsoft/2013/08/29/skype-says-it-is-developing-3d-video-calls-but-it-could-take-many-years-before-it-launches/ really accelerate by 2015).
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Analytics 2014:
Analytics is going to be the hottest skill in 2014 – many now believe that Analytics is really the meta-layer of meaning for marketing – and it’s getting harder to see marketing jobs that don’t have Analytics as a key aspect of it. (http://thefuturebuzz.com/2013/12/04/analytics-most-desirable-skill-and-largest-talent-gap-for-2014/). We know that organizations are closing  the gaps on Social Media ROI in 2013 – in 2014 SMROI will jump over 36%. Multichannel Attribution models begin to mature in 2014 and fully mature in 2015.  (http://marketingland.com/google-quietly-testing-offline-store-visits-tracking-64778) According to a report.
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Google is currently experimenting with tracking offline store visits, using smartphone location, and trying to connect that back to mobile ad exposures. Google is likely using location in the background (on Android and iOS) and its database of business locations to determine when people visit stores after viewing a mobile ad(s) connected with the store.  Around three-quarters (73%, up from 65% in 2012) indicating  an improvement in conversion rates in the last 12 months (http://econsultancy.com/uk/blog/63688-satisfaction-with-conversion-rates-has-increased-for-the-first-time-in-four-years-new-report).
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Final Thoughts about 2014, a year that’s just about to start:
I think 2014 will be a better year for a lot of people, overall, than they have had since the year 2000-many things that were started at the very end of the last century will begin to mature this coming year, and a partial Convergence will emerge as a tangible reality by the end of the year – and will lead to the full Convergence in 2015 and 2016.
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Happy Christmas and New Years all – and to a most Wonderful 2014 for us All, and particularly, the World.